Background: User-Generated Content (UGC) videos have received considerable attention in
recent years thanks to their great potential for buyers and sellers. However, the effect of this …

TikTok users in Indonesia are growing rapidly. The users can directly connect with
information through User-Generated Content (UGC) in TikTok, which can attract consumers' …

Purpose User-generated content (UGC), eg YouTube videos on social media, is all around
us. These UGCs are primarily demonstrational and/or informational in their execution format …

This study explores the effect of user-generated content (UGC) on consumer behavior and
investigates how different types of UGC affect consumer purchase intention. The research …

This research was carried out to examine the factors impacting the impulsive buying
tendency of young consumers, focusing on Generation Y and Z, through online video …

This study aims to investigate the effects of short videos on consumers' purchase intention
using the Stimulus-Organism-Response (SOR) model. Specifically, the study examined the …

Over the past few years, the study of factors influencing the user generated content (UGC) in
the social shopping community has gained attention from academia and industry. What is …

Background: The traditional way of product promotion is no longer enough to attract the
emerging consumer class; high-quality short video platforms have brought more business …

Short video commerce has become increasingly popular among consumers, creating a
novel environment to reshape the consumer shopping experience. However, limited …

User-generated videos (UGVs) are popular in the e-business context. Product-related
information in UGVs greatly facilitates online transactions. This study aims to investigate the …